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Creative and Cultural Industries: Design Marketing BA(Hons)

Attendance UCAS code/apply Year of entry
3 years full time P992 2017
6 years part time Apply direct to the University 2017

Why choose this course?

This course prepares you for a career in design marketing in the creative industries. You will develop the practical and analytical skills needed to create marketing materials and design user experiences across different media and digital environments.

The course is taught within Kingston School of Art and is driven by our ethos of ‘thinking through making'. You will learn to visualise, collaborate, experiment and project manage as you work on real-world projects with other students. You will also develop your knowledge of the creative industries, exploring topics such as design theory, branding and strategy for creative organisations.

Kingston University is an associate of the Institute of Contemporary Arts (ICA) and the Creative Industries Federation (CIF). You will receive free ICA and CIF memberships, participate in seminars and events, and have the opportunity to become a Kingston/ICA intern. Our Stanley Picker Gallery and Dorich House Museum offer you the opportunity to participate in events and gain curation experience. The course also offers opportunities to work on live projects with creative companies and institutions.

The following Creative and Cultural Industries specialisms are also available:

What are the creative and cultural industries?

Find out about the creative and cultural industries:

What you will study

This degree develops design marketing skills and judgement. You will gain project management knowledge and experience to deliver digital and printed marketing communications for an organisation or client.

Year 1 is common to all our creative and cultural industries courses. It examines the management and strategy of creative enterprises, and the history and development of art and design practice. You will also explore visual communication techniques, use of design software, storytelling and design thinking. You will learn individually and as part of a team of creative partners and professionals.

Years 2 and 3 study the principles and skills of design and marketing communications in depth. You will focus on user experience, especially the digital journeys of customers. You will also learn design and prototyping software for website and app development. You will study conceptualisation and visualisation, visual narratives and storyboarding, artwork commission, branding, entrepreneurship, managing risk, project management and strategy.

You can choose to take part in a summer internship at the end of Year 2, to gain valuable experience and increase your employability.

Year 3's research project will be a dissertation, business or marketing plan, or consultancy project for a company. You will research, collect and analyse data, structuring your project with help from supervisors.

Module listing

Please note that this is an indicative list of modules and is not intended as a definitive list. Those listed here may also be a mixture of core and optional modules.

Year 1

    • Design thinking and wicked problems
    • Service design thinking
    • Collaboration, teams and discipline boundaries
    • Prototyping techniques and software skills
    • Creativity– theory, tests and types
    • Visual communication/storytelling
    • Multi-media storyboarding
    • Conceptualisation, pitching and persuading
    • Digital Media software skills (eg Illustrator/Photoshop)
    • History and development of the sector (policy)
    • Public policy and internationalisation
    • Economics of the creative economy
    • Business models and technology
    • Competition and strategy
    • History and development of art and design – the role of the avant garde
    • Political art and design
    • Internationalisation and globalisation

Year 2

  • Principles of design, digital user experience design, digital marketing.

    • Project management software and tools (eg basecamp/liquid planner)
    • Planning and critical path analysis
    • Resource allocation, task design
    • Agile methodology
    • Budgeting and finance
    • Monitoring and rescheduling
  • Live case study on an enterprise in the creative economy (pathway specific). Students working in groups given a brief by a company in the creative economy of their pathway. Students apply design thinking approach to identifying, ideating and crafting a response to a problem they are experiencing. In groups students research the sector and the issue and prepare questions for an interim/guidance meeting with company representatives. Pathway specific tutor provides guidance where needed.

    • Marketing research
    • Consumer behaviour
    • Marketing planning
    • Digital marketing
    • Branding

Year 3

    • Opportunity recognition – research and prototyping
    • Resourcing the creative enterprise (finance/people)
    • Risk – assessment and protection
    • Business planning – structure and pitching
  • Principles of design, digital user experience design, digital marketing.

  • Either a dissertation, a consultancy report into a company specific issue or challenge or an enterprise/business or marketing plan.

    • Research methods, data collection, analysis and structure
    • Two supervisors – one on structure and one pathway specialist for the content of the inquiry.



You will have the opportunity to study a foreign language, free of charge, during your time at the University on a not-for-credit basis as part of the Kingston Language Scheme. Options currently include: Arabic, French, German, Italian, Japanese, Mandarin, Portuguese, Russian and Spanish.

Most of our undergraduate courses support studying or working abroad through the University's Study Abroad or Erasmus programme.

Find out more about where you can study abroad:

If you are considering studying abroad, read what our students say about their experiences.

Key information set

The scrolling banner(s) below display some key factual data about this course (including different course combinations or delivery modes of this course where relevant).

We aim to ensure that all courses and modules advertised are delivered. However in some cases courses and modules may not be offered. For more information about why, and when you can expect to be notified, read our Changes to Academic Provision.

A copy of the regulations governing this course is available here

Details of terms dates for this course can be found here

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This course is taught at Knights Park

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This course is taught at Knights Park

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